Learning objectives

Management of artistic and cultural productions focusing on:
• financial resources measurement and control in staging events, governing institutions, and arts production;
• values and expectations, communication, social and anthropological determinants of overall performance.

Art and cultural production processes are a very interesting test area for research on intangibles, where a relevant part of competitive advantage may be achieved - also outside art & culture ventures.
The role of production and consumption of culture and the arts is relevant enough to justify a deep analysis of their system effect and general economic impact.

Syllabus

• Culture and art organizations role within ‘reflexive modernization’ processes: tradition re-inventing, identity building, diffusion of behavioral models, storytelling, social responsibility;
• Interactions between cultural and artistic production, different kinds of tourism and DMOs (destination management organizations);
• Economic and financial dimensions of arts and culture productions: an introduction;
• Fusing strategic analysis and communication competencies for fund raising campaigns;
• Pitfalls and biases of budgeting in culture production organizations;
• Integration of performance predictors in financial planning and control: strategic maps and BSC (Balanced Scorecard) control model in arts and culture production;
• Cultural production and territorial development;
• Art production, creativity and innovation processes.

Two complementary modules will be co-taught on:

- Marketing arts and culture
- Alternative marketing approaches applied to arts and culture
(Prof. Umberto Rosin)

and

- cultural consumption
- innovation and new business models
(Prof. Massimiliano Nuccio).

Evaluation

The basic format will be classroom lectures with guest speakers from cultural production linked sectors.
Class composition is important in fostering active attendance: individual and team assignments will be given, which will also be discussed in the classroom.
A midterm anonymous customer satisfaction and climate questionnaire will be given in order to facilitate the fine tuning of the second part of the course.
The exam consists of a report on the planning of a cultural event. Each team of 4/5 students proposes a topic and reaches an agreement with the teacher on its outline. Two weeks are given for reports to be drawn up. Report structure should allow evaluation of each student's work. The reports are submitted to the teacher who will write an individual feedback assessment for each student. The presentation and discussion of reports in the classroom will complete the exam period.